KUALA LUMPUR, Nov 3 — Having been in the food business for over a century, Japan’s Ezaki Glico definitely understands the value of good advertising. 

Best known for its wide range of products – such as the world’s first chocolate-coated biscuit sticks Pocky or their staple heart-shaped caramel candy Glico – even in its early days, the company has leveraged on advertising and creative promotions in order to become a household name which grew into the multinational corporation it is today. 

From introducing miniature toys with their candy to revolutionising vending machines and to constructing a 33-metre neon sign tower which spanned generations and has become a landmark tourist attraction in Osaka – here’s a look at how Glico cemented its name by connecting with consumers. 

Fun in a Box

Before there was even a Tora or Ding Dang or even Jojo, there was Glico. 

Although they were not the ones who first introduced the concept of offering toys with their candy or snacks (this happened in the late 1800s by an American company), Glico is still considered a pioneer when it brought forth the concept also known as Omake (freebies) to Japan back in 1922.

This started through the introduction of Glico with Toys where they would include miniature toys with their Glico caramel candy box – replacing or revolutionising its previous tradition of including Picture Cards in their candy boxes. 

Glico’s founder Riichi Ezaki focused on products, especially during their early days, that revolved around children; he believed that a child has two important missions ie. eating and playing. That was how Glico caramel with Toys came to be. 

Throughout the years, even after having to rebuild operations following the Second World War, Glico has gone from offering commercially available miniature toys to producing their own.

This includes having licensed small figurines of anime scharacters such as Ultraman, Tetsujin 28-Go and Mazinger Z.  

Glico then proceeded to introduce Omake through several other products such as their Glico Sporo Gum – and even today, some of these miniature toys can still fetch a high price especially amongst collectors due to its retro aesthetics and history. 

For example, a small Glico retro spinning top can cost around US$58 (RM244) while a retro Glico Parlor and Bath miniature set was sold at RM294 on eBay. 

Vending machines

Vending machines have not just become a staple in Japan but all over the world.

Their major innovation came in 1931 with the introduction of the Glico caramel vending machine that featured a built-in video player, the first of its kind in Japan. 

When a coin is inserted into the slot, a short video will play before the Glico Caramel is dispensed. 

These machines were installed in department stores, parks, subway stations and other locations across Tokyo and they were extremely popular at that time, not only because of the picture shows it screened but also because the Glico candy were cheaper. 

Although these machines have become completely obsolete – Glico still has several models with one of them currently being exhibited at the Glico Museum in Osaka.  

Aside from that, the confectionery company was also among the first to introduce an ice-cream vending machine back in 1985 for their Seventeen Ice Cream. 

The Seventeen Ice Cream vending machines were introduced particularly for young people at trendy locations such as bowling alleys where ice cream was not previously available. 

Six generations of Glico Goal-in-Mark sign

The Dotonbori district located in the Minami (south) side of Osaka is a well-known spot for entertainment and food. It is also located right next to the Shinsaibashi shopping district. 

Dotonbori is also the home of the famous towering Glico Goal-in-Mark LED sign which has become a popular tourist attraction with many not wanting to miss the chance for photo-ops with the iconic marathon-runner billboard. 

And if you’ve been to Osaka in the last 10 years, you have probably witnessed the sixth edition of the iconic Glico Goal-in-Mark LED sign which has been there since 1935. 

So, who’s the man in the Glico Goal-in-Mark? The Glico Man was modelled after the faces of several famous athletes at that time, including Filipino sprinter Fortunato Catalon, Japanese marathon runner Shizo Kanakuri, and Japanese sprinter Sasago Tani. 

With two hands held high, Riichi saw the pose as the perfect symbol of good health. This aligned with Glico’s mission of producing healthy confectioneries.

And what better way to promote their brand than having a giant-sized billboard in an area with 200,000 passersby every day. 

Here’s a look at all six editions of the iconic Glico Goal-in-Mark neon tower:

1935 to 1943: The first generation of the Glico Goal-in-Mark neon tower was constructed at 33 metres high and quickly garnered public attention. 

1955 to 1963: The second generation was introduced just a few years after the Second World War where its bullet shaped tower also had a built-in stage on its base which featured special performances including a large crocodile figure playing the piano, a puppet play and a rockabilly festival. 

1963 to 1972: Although smaller in size at only 18 metres, the third-generation neon tower was a spectacle in its own right. It featured a built-in fountain equipped with water-wheel nozzles that sprayed 12 tonnes of water from the centre of the sign, illuminated by 400 lights in 12 colours. Together, they formed a vivid rainbow display that became a hallmark of the attraction.

1972 to 1996: Shaped more like how the modern-day Glico Goal-in-Mark sign looks like these days, the fourth generation neon sign tower, measuring at 17 metres, features a stadium running track in the background which is made up of flashing lights; however the neon sign tower was removed in 1996 after a neighbouring building was renovated. 

1998 to 2014: The fifth generation neon tower was larger than the previous two generations, measuring 20 metres tall and featured four famous Osaka buildings in the runner’s background—Osaka Castle, Osaka Aquarium, the present Kyocera Dome Osaka and the Tsutenkaku Tower.

2014 to present day: The current generation of the Glico Goal-in-Mark sign was unveiled on October 23, 2014. It features its first ever high-resolution LED screen, comprising around 140,000 LEDs that generate dynamic and animated backgrounds. 

The Glico Goal-in-Mark LED tower is still garnering a lot of attention especially from tourists and as the sixth generation of the signage has now stood for over a decade – it seems like we may be getting the seventh-generation instalment in the next few years, fingers crossed.